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Management / Carpet Care
April 2014

Unlocking the Mystery

Why do some of your clients say ‘no’? There is a long list of reasons.

March 29, 2014
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No one likes to hear a client say “no..

But we all understand that a negative response to purchasing our services is just part of the selling process.

During the life-cycle of providing essential services, you will hear more “no” responses than “yes” responses. Some cleaning practitioners will hear more <photocredit>iStock/Thinkstock/PanicAttack</photocredit>negative responses because they are unable to unlock the mystery of why their clients say no to them.

This non-descript word can change the financial landscape of a single invoice. In some cases, Monopoly money is worth more after you have left a job than the money you were able to collect. “No” is not only a word, it is the meaning behind the word that is significant to understand.

Overcoming objections

I would like to unlock the mystery of why clients say “no” to help you learn how to gain mastery over it. Gaining mastery over a “no” a client expresses to you can help you become a powerful resource to all of your customers.

Receiving negative responses are just dress rehearsals. They help you to identify weaknesses in your presentation.

You may have thought that the client’s “no” responses are always final. When standing there listening to a client adamantly expressing “no” in response to your offer, it seems very real. The collective negative responses you receive each day can appear to be too formidable to overcome.

Many times, the word “no” has a deeper meaning, such as in the following list:

  • I don’t know you.
  • I don’t know if I will like you.
  • I don’t know if I can to trust you.
  • I don’t know if you will honor your prices.
  • I don’t know if you guarantee your work.
  • I don’t know if I will be comfortable with you.
  • I don’t know if you will damage my property.
  • I don’t know if you will deliver on what you say.
  • I don’t know if you have enough experience for the services I need.

Most of the “no” responses you hear that reject your services are based on prior concerns, shaky conclusions and obsolete information. 

A territorial response

When a client says “no” quickly to the first request, it is often a response that is preprogrammed toprotect their pocketbooks. All customers are programmed to say “no.” The customer becomes territorial anytime someone tries to sell them something.

 Consider the following territorial driver responses that often masquerade as “no:”

  • I can’t afford it.
  • Sorry, not this time.
  • I need to think about it.
  • I need to get a new roof.
  • I just paid my child tuition today.
  • I had to get my car repaired this week.
  • I had to replace my refrigerator last week.
  • No, I don’t have time today, maybe next time.

Now that we have a better understanding of the purpose of the word “no,” we need to shift our presentation. This will help us to avoid many customers’ territorial responses. How can you shift your presentation?

Better information

The best way to avoid customer territorial responses is by providing the customer with “better information.”

This will reset the client’s cleaning perspective so they can see the relevance of the information you are presenting to them. The process of giving better information must begin with you having a better understanding of the selling process and the psychology behind the customer’s reaction to your offer of services. 

Clients use various direct or indirect ways to justify their reasons for saying “no” without expressing it to you directly.

When a client says, “I don’t have the money,” is this statement really true? When you hear a client say “I don’t have the money,” try to connect the territorial response to your need to shift your presentation to change their cleaning perspective.

When you shift your presentation, you will be able to decode any reluctance by giving compelling information that the client has not heard before.

Many cleaning practitioners use the same presentation with all of their customers. Sadly, they sound robotic and unconvincing. When one loses passion in the core of their presentation, they will plateau to where they are unable to reach the client’s consent threshold. This will likely create a trajectory in the wrong direction. In this scenario, all of their clients stop buying anything from them. Why? All of their clients have heard the same repeated carpet cleaner platitudes.

Keep in mind that many rapid “no” responses are connected to not understanding the process. Not understanding the process will result in automatic customer territorial responses to protect their pocketbooks. Most clients need to be taken through a learning curve before they will consent.

Be aware that the client will not always say, “Please explain that to me.”

Resetting the client’s cleaning perspective is very important. Your presentation must lead your customer down the path of a “yes.” Ask questions that prompt your client to respond in the affirmative. Don’t just ask if they wish to buy your services.

When you lead your customer away from “no” — doing it with better information — you will provide your customers with world class services.

Michael Morrow is a weekend consultant for Goldmarc, speaker and an IICRC approved instructor. Morrow lives in Scottsdale, AZ, with his wife Leslie. He can be reached at (480) 388-4742 or MichaelDMorrow1@Gmail.com.

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